SEA2SEE
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2020
Brand Strategy
Digital and Social Media
Art Direction
What if wearing glasses could save the ocean?
We met François van den Abeele, the founder of SEA2SEE, in 2018 on an airplane to a fashion eyewear tradeshow in Milan. We knew some eyewear brands that were working with eco-acetate for manufacturing their frames but hadn’t heard anything about the option of using recycled plastic. As surfers and sea lovers, we got interested on his project and soon started working for the brand.
Our first task was to make the brand more attractive. Working with a tight budget, we improved the Instagram profile raising people's awareness of sea contamination. We also contacted new brand ambassadors that have brought the project to their followers on social media.
We soon saw the need to update the way we communicated brand values. The environment was evolving, and the use of recycled plastic in eyewear had spread to other brands. But SEA2SEE still has a differentiation point: they are one of the few who extract the plastic from the sea themselves.
With the update of the claim “A Seastainable Legacy” and following the built archetype, “The Hero”, we moved from a product description and purpose to communication of values, a more aspirational and experiential content.
At the same time, SEA2SEE was evolving and needed to build its brand under a concept that also included its new goals. So, in 2020 we rethought the branding to take a step further, a small but necessary evolution to integrate the universe of the brand. In order to do so, we upgraded the art direction to transmit fashion, luxury, and sea-relation, took new photographic content, developed new social media content, and redesigned their website.
As one of the new communication pillars, we created the “Human Beings” campaign in Social Media, where SEA2SEE is questioning the human ability to save the planet through classical gods sculptures. Inspired by the claim, the mythological figures act as a legacy of humanity, whereas SEA2SEE acts as the legacy of sustainability.
Now that the consumer is linked to the brand purpose, their decisions are part of the change. Every time they choose SEA2SEE directly contributing to a cleaner planet.
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